Question 1

Cell phones are seen by consumers to differ in quality, style, suitability, and lifestyle compatibility. Comparisons between these products are often quite difficult because they may have unique features and different levels of quality and price. What would cell phones be classified as?

Accepted Answer

Cell phones have unique features and different levels of quality and price, making them heterogeneous shopping products.

Question 2

Scenario 10-1
Most people recognize Butterball as a brand of turkey, but Butterball brand is also found on fresh turkey breast cuts; turkey sausages; ground turkey; lunchmeat cold cuts; fresh marinated bone-in, boneless, and whole chicken; frozen chicken products; and Butterball stuffing and gravy mixes.
-Refer to the scenario. When considered as one whole group, what are Butterball's products collectively known as?

Accepted Answer

Butterball's products collectively are known as a product mix. A product mix refers to all the products offered by a company under a particular brand name.

Question 3

How can product mix width be defined?

Accepted Answer

Product mix width refers to the number of different product lines that a company offers for sale. It does not include the number of products within each line or the number of product categories within an industry.

Question 4

One of the most expensive brands of shoes for mountain climbing is the Anasazi brand. Many climbers believe it to be the safest brand made. People who want to buy the safest climbing shoes available will accept no other brand of shoe even though there are several other manufacturers of climbing shoes. Which type of product are Anasazi brand climbing shoes?

Accepted Answer

Anasazi brand climbing shoes are specialty goods because they are expensive and have a unique set of features, making them the preferred choice among climbers who prioritize safety. This type of product is not easily replaceable and requires a significant investment, making it a specialty good.

Question 5

When deciding on distribution plans for specialty products, what do companies generally ensure?

Accepted Answer

When deciding on distribution plans for specialty products, companies generally ensure that these items are distributed to only a few stores in a geographic area. This helps to maintain the exclusivity and uniqueness of the product, and also ensures that it reaches its target audience effectively. Distributing to too many stores can dilute the brand's image and reduce its appeal to customers who are looking for something distinctive and limited-edition.

Question 6

There are a number of detergents marketed under the Tide brand including detergent with and without fabric softener, with and without bleach, with various pleasing smells, and fragrance-free. What is the large variety of detergents marketed under the Tide brand an example of?

Accepted Answer

The large variety of detergents marketed under the Tide brand is an example of a product line, which refers to a group of related products under a single brand sold by the same company.

Question 7

Most people under the age of 25 have a strong belief in their own personal invincibility. An insurance agency targeting this group for life insurance would find this market segment categorizes the insurance as which type of product?

Accepted Answer

The target market segment, being young and believing in personal invincibility, is unlikely to actively seek out or show interest in life insurance. Therefore, the insurance can be classified as an unsought product.

Question 8

Scenario 10-2
George Weston Limited, a Canadian food processing and distribution company, is one of the world's largest producers of breads.
-Refer to the scenario. The company also owns and operates a pulp and paper processing company, a major Canadian dairy, and a sugar refinery. What do these organizations provide Weston in terms of its product?

Accepted Answer

These organizations provide Weston with a variety of different products, which increases the company's product mix width.

Question 9

Ever since Martin saw his first Bianchi EV3 Carbon Centaur road bike, he has wanted to purchase one, but he could not afford its $2,500 price tag. He has conducted extensive research on Bianchi bicycles and learned nothing that changed his mind about the bike's superiority. For Martin, which type of product is the Bianchi bike?

Accepted Answer

The Bianchi EV3 Carbon Centaur road bike is a specialty product, which is characterized by unique features and high price. Martin's extensive research and desire to purchase despite the high price tag indicate that he values the bike's superior features and is willing to make a significant investment to obtain them.

Question 10

Scenario 10-1
Most people recognize Butterball as a brand of turkey, but Butterball brand is also found on fresh turkey breast cuts; turkey sausages; ground turkey; lunchmeat cold cuts; fresh marinated bone-in, boneless, and whole chicken; frozen chicken products; and Butterball stuffing and gravy mixes.
-Procter and Gamble (P&G) manufactures Dawn dishwashing liquid. What can P&G expand by adding Dawn Direct Foam dishwashing liquid?

Accepted Answer

Adding Dawn Direct Foam dishwashing liquid to its existing Dawn dishwashing liquid products increases the variety within the Dawn product line, thus increasing the product line depth.

Question 11

Unsought products can be best described as which of the following?

Accepted Answer

Unsought products refer to products that consumers don't actively seek or know about, such as funeral services or insurance policies. These products typically require more extensive advertising and marketing efforts to generate interest and demand.

Question 12

Scenario 10-1
Most people recognize Butterball as a brand of turkey, but Butterball brand is also found on fresh turkey breast cuts; turkey sausages; ground turkey; lunchmeat cold cuts; fresh marinated bone-in, boneless, and whole chicken; frozen chicken products; and Butterball stuffing and gravy mixes.
-Refer to the scenario. Which type of branding does Butterball use?

Accepted Answer

Butterball uses family branding because the brand is used on a variety of related products such as turkey, chicken, stuffing, and gravy mixes.

Question 13

The most expensive refrigerator in the world is the Sub-Zero brand. Many consumers believe it to be the best brand made. For people who insist on having the best kitchen money can buy and will accept no less, the Sub-Zero refrigerator is an example of which type of product?

Accepted Answer

The Sub-Zero refrigerator is an example of a specialty item, as it is a high-end product that only appeals to a select group of consumers who are willing to pay a premium for its quality and features. It is not a product that is widely available or commonly purchased, making it different from homogeneous shopping products. Additionally, it is not exclusive to a particular demographic, but rather appeals to anyone who values luxury and quality in their kitchen appliances.

Question 14

A product line is a group of products that are closely related for which of the following reasons?

Accepted Answer

A product line is a group of products that are closely related because they share similar functions and provide similar benefits to customers. This allows the company to cater to a particular market segment and leverage their existing brand name and reputation. While having the same product managers, company origin, or brand name can be additional factors for product line determination, they are not the main reason why products are grouped together.

Question 15

When Kirby wanted a gas barbeque for his patio, he visited The Home Depot and Canadian Tire, as well as three other stores that specialize in outside furnishings, in order to find the one with just the features he wanted. If Kirby represents a typical barbeque buyer, which type of good are barbeques?

Accepted Answer

Barbeques are considered heterogeneous shopping goods because Kirby, representing a typical buyer, is willing to put in effort to compare different models, features, and prices across multiple stores to find the exact one that meets his needs. This behavior is characteristic of purchasing decisions for heterogeneous shopping goods, where items are seen as different and buyers want to inspect for quality and suitability before making a decision.

Question 16

Car insurance is usually only bought when needed. In addition, it is not actively searched for by consumers, and requires aggressive personal selling and/or highly persuasive advertising. What type of product is car insurance?

Accepted Answer

Car insurance fits the description of an unsought product, which means that it is not actively sought after by consumers and typically requires aggressive personal selling and/or highly persuasive advertising to convince people to purchase it.

Question 17

Walmart carries groceries, electronics, and toys among other products. How else could these individual categories be described?

Accepted Answer

These individual categories can be described as product lines, which are groups of related products offered by a company.

Question 18

Michael Kors is a retailer of designer handbags, shoes and watches primarily for women. This retailer's items are searched for extensively, do not have acceptable substitutes, are very expensive, and often have very limited distribution. What sort of products are these?

Accepted Answer

These products fit the criteria of specialty products - items that are unique, searched for extensively, have limited substitutes and distribution, and are often expensive.

Question 19

Which of the following products is most likely to be considered an example of a heterogeneous shopping product?

Accepted Answer

An off-campus apartment is an example of a heterogeneous shopping product because it is unique and differs from other options in terms of location, amenities, and price. The other options are more standardized and do not vary significantly from one to another.

Question 20

Along with Hershey's Milk Chocolate bar, the Hershey Company also markets Kit Kat bars, Reese's Pieces, and Twizzlers. What is this is an abbreviated listing of?

Accepted Answer

This is an abbreviated listing of the Hershey Company's product mix, which includes Hershey's Milk Chocolate bar, Kit Kat bars, Reese's Pieces, and Twizzlers. The product mix refers to the combination of different product lines that a company offers to its customers.

Quiz 10: Product Concepts